Magazine article ADWEEK

Michael Rapino: Live Nation CEO on the Customer Journey, New Vice Channel and Why Rock Stars Are Genius Marketers

Magazine article ADWEEK

Michael Rapino: Live Nation CEO on the Customer Journey, New Vice Channel and Why Rock Stars Are Genius Marketers

Article excerpt

ASK IT!

How did you get your start in the live entertainment business? At a very young age in Canada I had mapped out that my mission in life and my passion was live events. That passion led and guided my career path and all the choices I made along the way.

Live Nation works with 800-plus sponsors. How important are those relationships for the live entertainment business and for the artist? The artist understands and appreciates advertisers who are not only paramount to making these live events come to life, but they are also extremely important as artists are continually searching for great partners and brands to help build awareness for their tours, their brands and their products.

Live Nation launched a channel on Yahoo last year that shows one live concert every day. What's the response been? We think that we have put together a very exciting slate of artists, and we've been very, very overwhelmed by the amount of viewers that are tuning in for the live performance of this high-quality production.

What comes next? This sets up our next relationship, our soon-to-be-new channel that we're doing with Vice. In May we'll launch a full 24-hour, live, choice music channel with original programming and ongoing concerts. We think it's going to find a sweet spot with consumers who are looking for some high-quality, editorial original program and access to that magical live moment.

Has there been an artist that's left you completely starstruck? …

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